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A lot of customers will find buying the product of a certain brand isn't an unplanned choice. A lot of customers research the product offered by a particular brand, and how they're different from competitors and are able to fully understand a product before adding it to their shopping cart. The primary reason customers complete a purchase? A brand's value proposition.

In the next section, we'll dig into what a value proposition is, how it differs from a concept or brand slogan, and the essential elements that you must consider to craft your own value idea.